SET-listed RS Plc has raised its digital TV budget by about a third to 1 billion baht after the viewership ranking of its Channel 8 rose to fourth place early this month.
The company expects the increased funding will help to drive Channel 8 to third place by year-end.
Chief executive Surachai Chetchotisak said it would spend 1 billion baht to produce more content for Channel 8, particularly dramas, variety shows, news programmes and sports content. The budget had been set at 700-800 million baht.
The standard-definition variety channel underwent a programme rescheduling last month. Twenty new programmes will be introduced throughout this year, half of them dramas.
"The broadcasting industry is heating up due to changes in the market — the ratings of analogue channels are dropping, while digital TV ratings are on the rise," Mr Surachai said. "The industry is no longer being monopolised."
TV operators with many channels on their hands but which are not ready to produce attractive content will face major problems, so talent is being headhunted more than ever.
The company expects 1.9 billion baht in revenue from Channel 8 this year.
RS shares closed yesterday on the SET at 21.10 baht, up 1.30 baht, in trade worth 795 million baht.